CRUEL, a measure of the aspirations of an entire group who make its company. Like an oak table, absorbing residues on its surface, stained of spilled wine, dented by stoneware bowls; over time a patina develops — adding to its beauty — as the table continues to change. Even if the person creating the table thought of it, they would never have been able to predict its finish, or how it would transform because of its environment. All we know is the form it was given to us, hoping it resists losing being, while continuing to serve its function. Inevitably, like the person creating the table, we know little of what its function might be. After all, we do more than sit at a table. A good oak table is not limited to its present use. With CRUEL, our aim is to create a good company, offering a wide variety of services, without limiting ourselves to the services we currently offer — our aspirations are growing. The concept of CRUEL will never be lucid; while extremely straightforward and rational, our work will never be one-dimensional. We will continue to use a simple approach, focused on interactivity, to create a greater sense of human nature in all our work.


CRUEL exists to simplify marketing chaos into understandable goodness; using creative ideas, positive messaging, and shared social values.


CRUEL will achieve something meaningful and rewarding for consumers through marketing.

We believe that a values-based approach to group collaboration can solve some of the inherent challenges in team formation—teams of similar people like each other more, while—teams of dissimilar people exchange more diverse information and create better ideas. By focusing solely on similarity of values, teams can function fluidly (with common interests) yet are diverse along other dimensions. This allows values and deeper characteristics to take precedence in our group's attitudes, formation, and approach to collaboration. Values-based teams will largely increase in effectiveness over time, as members learn more about each other’s similar values. As such, it is important for us to always remember:


Coordination around shared values or a purpose will improve our organizational effectiveness.


An increased understanding of CRUEL's broader purpose will make our work more meaningful to group members.